It was nearly a hundred years ago and portrayed an event both Britain and Germany should be proud of
....... ignore Sainsburys interests in the commercial aspects and the fact that the leaders were horrified by the events ....... rejoice in the humanity of the common people !

The advert has nothing to do with Sainsbury.  How on earth you would think watching it, "oh I'll just pop down to Sainsbury for my xmas shopping" is beyond me.  It's just daft.

and they're trying to get you into their shop to buy stuff

Sainsbury clearly trying to lul German chains Aldi and Lidl into a false sense of security

4 years of absolute slaughter on battlefields and they decided on the xmas eve truce to get you to go shopping with them.

EPIC fail imo.

And if we did shop at Sainsbury's, they'd get boycotted.

As for other adverts, the Argos rap one can fack right off.

the advert has nothing to do with 4 years of absolute slaughter ... but a brief time in WWI when the soldiers of both sides forgot their differences to exchange gifts and play football.

I don't shop in Sainsburys and resent the way supermarkets are intent on maximising their profits, sometimes by trickery. It has taken German supermarkets to lower prices in the others because shoppers are voting with their feet.

Perhaps it is because I have no intention of shopping in Sainsburys that the commercial aspect of the advert has not provoked any feeling of outrage ... we are discussing the content of this particular advert as all adverts presumably try to get the public to buy their product(s).

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The proximity of the enemies also allowed men to shout out to their opponents or stick up signs on wooden boards. After a particularly heavy barrage of missiles or bullets, the soldiers might shout out “Missed” or “Left a bit”. (1) This black humour was to be the start of a ‘conversation’ between troops that would hasten the onset of a Christmas truce.

Another factor that assisted conditions for an unofficial truce between the men was the weather. For much of December it had been wet but on Christmas Eve the temperature dropped and a sharp frost enveloped the landscape. A ‘white Christmas’ as depicted on all traditional Christmas cards would provide the backdrop to one of the most remarkable Christmas stories in 2,000 years.

The shouting between troops turned into something more during Christmas Eve. Germans celebrate Christmas on December 24 more than they do on the day itself (in Britain and France, December 25 is the main day of celebration). It is on the 24th that the Germans have a large meal with family and 'Father Christmas' delivers his gifts. So on the Western Front on Christmas Eve, German soldiers began to sing carols and place Christmas trees lit with lanterns above the trenches. As a sub-altern told the Press Association (and it was then published in numerous UK newspapers): “Their trenches were a blaze of Christmas trees, and our sentries were regaled for hours with the traditional Christmas songs of the Fatherland. Their officers even expressed annoyance the next day that some of these trees had been fired on, insisting that they were part almost of the sacred rite.”

Christmas Eve - the Truce begins

IT is easy to understand how shouting and singing between the trenches on Christmas Eve escalated into something more serious. This letter, for example, was one of hundreds sent home by the soldiers on the front and later shared by excited families with their communities through the columns of the local newspapers. Censorship, fortunately, appears to have been in its infancy.

"As I told you before our trenches are only 30 or 40 yards away from the Germans. This led to an exciting incident the other day. Our fellows have been in the habit of shouting across to the enemy and we used to get answers from them. We were told to get into conversation with them and this is what happened:-
From out trenches: "Good morning Fritz." (No answer).
"Good morning Fritz." (Still no answer).
"GOOD MORNING FRITZ."
From German trenches: "Good morning."
From our trench: "How are you?"
"All right."
"Come over here, Fritz."
"No. If I come I get shot."
"No you won't. Come on."
"No fear."
"Come and get some ****, Fritz."
"No. You come half way and I meet you."
"All right."
One of our fellows thereupon stuffed his pocket with **** and got over the trench.. The German got over his trench, and right enough they met half way and shook hands, Fitz taking the **** and giving cheese in exchange."
Letter from Private H Scrutton, Essex Regiment, published in the Norfolk Chronicle on January 1, 1915

And this from Rifleman C H Brazier, Queen's Westminsters, of Bishop's Stortford: "You will no doubt be surprised to hear that we spent our Christmas in the trenches after all and that Christmas Day was a very happy one. On Christmas Eve the Germans entrenched opposite us began calling out to us ‘Cigarettes’, ‘Pudding’, ‘A Happy Christmas’ and ‘English – means good’, so two of our fellows climbed over the parapet of the trench and went towards the German trenches. Half-way they were met by four Germans, who said they would not shoot on Christmas Day if we did not. They gave our fellows cigars and a bottle of wine and were given a cake and cigarettes. When they came back I went out with some more of our fellows and we were met by about 30 Germans, who seemed to be very nice fellows. I got one of them to write his name and address on a postcard as a souvenir. All through the night we sang carols to them and they sang to us and one played ‘God Save the King’ on a mouth organ"
(The Hertfordshire Mercury, Saturday January 9, 1915).